Improve return on your media investments: Cost analyses and tools are instrumental to our effectiveness solutions to ensure you know the most cost-effective elements of your campaign and can maximize return.

Many have called 2014 the year of Big Data, meaning that marketers are now numbers-rich, but they are still insight-poor. Despite the opportunities and efficiencies that Big Data promises to open up, marketers are still being held back from truly unlocking these and moving from big to intelligent data.

Advertising is most successful when it is designed to achieve a specific task, but the battle of media belief systems often undermines ad effectiveness. To get the most from media budgets, advertisers must align media strategies around their advertising goals.

Smartphones have become the ultimate wearable technology, always with us and always on. In 2015, brands will need to use mobile not only as channel but as a means to increase the potency of all other brand touch points to reach consumers at the right time, in the right place with the right content.

Since 2009, Millward Brown experts from around the globe have offered annual predictions for the coming year – forecasting the latest digital and media trends and providing recommendations to help advertisers move confidently into the year ahead.

Whether an advertising campaign is intended to boost brand engagement, build associations or drive motivation, all media are capable of delivering any campaign objective. But there are many benefits to allocating budget across channels to cost effectively extend reach. Learn what to consider during campaign planning.

Globally, we now spend more than three hours a day consuming mobile media but consumers remain more receptive to TV ads. Millward Brown’s Duncan Southgate assesses how to convert the time spent into brand building.

Millward Brown Digital and Millward Brown Vermeer conducted a study of marketing executives to better understand the pain points preventing their teams from achieving marketing nirvana in an ever-evolving digital world. Read the report to see how your brand compares.

We’re quickly becoming a world of multitaskers. While you’re reading this, you might be watching TV or using a second device – smartphone, tablet or laptop. In a study of the multiscreening behaviors of audiences in 30 countries, the U.S. ranks first in stacking, spending on average 91 minutes a day watching TV while also doing something unrelated on a second device. That compares with a global average of 67 minutes.

When marketers think of multiscreening, they often see it is a new challenge or obstacle: “How do I compete with the distractions of the smartphone or the tablet, while my audience is watching TV?” Marketers tend to view these distractions as a new problem. They are not.

While advertising on mobile devices tends to be highly effective, it is becoming less so as the novelty wears off. And mobile advertising has the potential to irritate more than most other forms of advertising. To capitalize on the unique advantages offered by mobile, advertisers should focus on engagement and relevance while also being respectful of the personal nature of the mobile device and offering people rewards that they value.

Billions of dollars are spent on digital marketing each year, and for good reason. Digital media has enormous power to reach and influence people. Over 2 billion people—about one-third of the global population—now access the Internet. Facebook alone reaches one-seventh of the world’s population. Smartphones are the dominant means by which people surf the web in India.